Friday, December 16th, 2011
In the 12 months to September 2011, 29% of Australians aged 14+ (5.3 million) own a Smartphone.  More than two thirds (61%) of Australians who earn over $150,000 own a Smartphone, according to the Roy Morgan Mobile Phone Monitor.

These results indicate that Smartphone ownership is related to income, where the incidence of Smartphone ownership increases as income increases.

Smartphone Ownership for different income levels

Source: Roy Morgan Single Source (October 2010 - September 2011). Total Australian population 14+ n=18,483.

Andrew Braun, Director Mobile, Internet and Technology, Roy Morgan Research, says:

“Our Mobile Phone Monitor paints a clear picture of the type of consumer inclined to purchase a Smartphone.

“Amongst other things, it also indicates that Smartphone owners compare to that of all mobile phone owners are 47% more likely to be big spenders, 24% more receptive to mobile advertising if it reduced their phone bill and 23% are more receptive to receiving email advertising that is relevant to them.

“Further profiling on Smartphone owners can be purchased via the Roy Morgan Online Store.”

Detailed Roy Morgan Mobile Phone Handset User Profiles including users of Apple iPhone’s and Blackberry’s profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

Want more information on specific media consumption habits of different mobile phone handset users? A Media Report of your target audience is available for detailed information on their media usage. Key insights include Top 10 brands across Magazines, TV and Websites, Top 3 Newspapers by State, and Top 5 Radio Stations by City. For more information please contact the Roy Morgan Online Store:
[email protected].

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


Smartphone use



More Formats

View QR Code